The Question

What are some of the exciting emerging trends within the broad area we defined as Simplicity (minimizing the complexity of life, making decisions less taxing and finding solutions that can anticipate consumer needs)?

Example Sources

• Art, aesthetics and style blogs, magazines, forums
• Lifestyle blogs, magazines, forums
• Minimalism and de clutter blogs/ magazines/ forums
• Life hack/ productivity/ organisation blogs/ magazines/ forums
• Design blogs/ magazines/ forums

The Result

The 15 springboards fed into a broader programme of exploratory insight, stretching the team’s thinking around the possibilities for communicating Simplicity into new spaces

The Question

What are the meaningful areas and needstates within narratives of healthy living?

Example Sources

• Blogs and forums specifically exploring health & wellness
• Family life blogs
• On-line magazines in the health and wellness space
• Nutrition blogs
• Social media searches

The Result

The 25 springboards were grouped into 9 need states, showcasing the different ways consumers understand and relate to conceptions of healthy living

The Question
What are the key emergent and exciting opportunities arising from initiatives to tackle childhood obesity and other health issues related to diet & nutrition?

Example Sources

• Families and wellness and food
• Mindful eating blogs
• School food initiatives
• Nutrition / nourishment for kids and families
• Obesity and diet specialist health
• Obesity initiatives and campaigns

The Result
The 16 springboards were grouped into 4 thematic territories, that helped our client better understand the problem of childhood obesity

The Question
What are the key meaningful opportunities emerging around the emotion of ‘optimism’ with relevance in the area of food, drinks and refreshments that could help us identify compelling distinctive positioning territory for our client’s drinks brand.

Example Sources

• Emergent drinks, foods and refreshments brands
• Fashion and beauty blogs
• Fragrance, beauty and personal care brands that express/ reflect optimism
• Holistic health blogs and forums
• Mental health and wellbeing blogs and forums
• Positive wellbeing brands

The Result
The 16 springboards fed into a broader programme of exploratory insight, allowing our client to identify potential positioning territories in optimism for their brand.